DJI SAM SOE - title

DJI SAM SOE - Director's cut from LUMBRE on Vimeo.
2015. Dji Sam Soe – JWT. Commercial.

The Indonesian arm of multinational advertising giant J. Walter Thompson reached out to us to create a television spot for their client, Dji Sam Soe Super Premium.
They came to us with a pretty straightforward idea that they wanted to bring to life. The brief describe several layers of protection that finally reveal the precious Dji Sam Soe logo.
Dji Sam Soe means Two Three Four, the sum of which is nine, and is a lucky number. Try to see how many hidden twos, threes, fours, and nines you can find in the piece.
This piece simultaneously premiered on nine different Indonesian television channels. (If you were reading closely, you caught the importance of the number of channels and deserve a gold star: nine-pointed, of course.)

Check out the making of here: http://www.lumbre.tv/projects/view/dji-sam-soe